Gartner Research

Smart Hubs and Dumb Spokes — A New Approach to Multichannel Marketing

Published: 27 June 2018

ID: G00352746

Analyst(s): Benjamin Bloom

Summary

Customer data platforms can be an effective part of a multichannel marketing hub, through improved customer data storage, decisioning and more flexible marketing execution. Marketing leaders can use this research to evaluate and adopt a decentralized multichannel marketing approach.

Table Of Contents
  • Key Challenges

Introduction

Analysis

  • Customer Data Platforms Can Improve Multichannel Marketing Agility With a Hub and Spoke Model
  • Leading Integrated Suites Begin to Prioritize Open Data
  • Open Data and Commoditized Execution, Combined With Artificial Intelligence and Machine Learning, Will Redefine Campaign Management

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